The tourist season is not only getting lengthier, but average spending per trip is also going up, according to a study by Alpha Bank, on the basis of first half data.
The study notes the challenges faced by Greek tourism, with the most important being the green transition, digital transformation and a further strengthening of the sector’s sustainability to support a longer season.
It estimates that out of the €1 billion invested by hotels in 2024, about a fifth went to sustainability projects, also showing a need for smaller businesses to be informed of their benefits.
Another major challenge is finding the personnel: the study estimates that 20% of available jobs went unfilled.
While arrivals in the first half were only marginally higher than the record one in the same period of 2024, revenue was up 11%, the study noted.